One of those exciting and crucial points in a rebrand is developing your tagline. It’s the part of the process that people are enthusiastic about. The visual identity often falls outside the scope of most of the brand team, and writing the actual copy is hard. Yet most people feel capable of weighing in on the tagline development process. But getting your tagline right can be the most difficult thing. Here are our best ideas for getting it right.How can you take a few words and have them encapsulate what you do, what differentiates you, and communicate it in a way that resonates with your customers? Market research can help you get it right.
Source and organize employee input: During a rebranding process, it can be smart to get employee input onto which terms and ideas you choose to run with. While ad hoc discussions and focus groups can be a great way to capture the organic flow of ideas, a survey can help you solicit employee feedback in a systematic way. That data can later be mined for trends and compared with customer data for real marketing and branding insight.
General brand testing with customers: Market research can allow you to test everything from unaided brand recall to specific brand associations that are held for your company, products, and services. Input from the market can come in terms of comments from current customers, feedback from former customers or those that didn’t convert, and impressions from your target segment at large.
Feedback on taglines and visual identity: Once you’ve developed a few brand propositions, there are several areas you’ll want to test them. Your creative staff and executive management will probably get an early say and have strong opinions. You can also get important feedback by gathering input from your staff at large, especially those that represent the brand in the market – like your salespeople and customer service representatives. Once you’ve reached an internal consensus, external input can help you determine whether your proposed tagline has a foot in the market.
Split testing for conversion: If you change your tagline on your website, which one converts better – your current tagline or your old tagline? Or perhaps you’re trying to establish which of two potential taglines is better for your business. An A/B test could help you determine which one creates a higher sense of “know, like and trust” or contains a stronger call to action. Measuring these taglines in the field helps ensure that your marketing is based on your customers’ needs.
Integrate mobile testing: Do your employees, customers, or test subjects react differently to your logo and tagline in various places? Mobile testing can help you track how people react in different settings, at events, in relation to different materials, and more. It can also help increase response rates as mobile surveys tend to be shorter and feel more relevant.